On goop, the ever-evolving intent is to make every choice count. We’re all resource strapped, so we hope to surface the very best experiences, recipes, products, and advice. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen as a homespun weekly newsletter, GP wanted a place to organize her unbiased travel recommendations, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, goop has become a fully formed lifestyle site, offering a tight curation of products and content. It is a place for GP to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.

While the Thursday email remains an inbox staple, goop has grown significantly since its launch: There’s now a small team of people, more content, a robust shop full of pieces from some of our favorite designers (including exclusive collaborations), and a luxurious, organic skin-care line, goop by Juice Beauty, which truly represents the values of the brand. Despite its growth, many things at goop have stayed the same: We know who we are; our words and actions are aligned; and we take a curious, unbiased, open-minded, and service-centric approach to the work we do. We test the waters so that you don’t have to. We will never recommend something that we don’t love, and think worthy of your wallets and your time. We value your trust above all things. Ultimately, we hope goop is an indispensable resource for all who love to make, go, get, do, be and see.